Pengaruh ekuitas merek dan inovasi teknologi smartphone terhadap keputusan pembelian produk iphone dengan kepuasan konsumen Sebagai variabel intervening (Studi Kasus Konsumen Smartphone Iphone di Kota Surakarta)

Fathoni, Arif and , Nur Achmad, S.E., M.Si (2020) Pengaruh ekuitas merek dan inovasi teknologi smartphone terhadap keputusan pembelian produk iphone dengan kepuasan konsumen Sebagai variabel intervening (Studi Kasus Konsumen Smartphone Iphone di Kota Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of brand equity and smartphone technology innovation on iPhone product repurchase decisions with consumer satisfaction as an intervening variable on iphone smartphone consumers in the city of Surakarta. The sample used in this study were 75 respondents as respondents in the city of Surakarta. The sample research method uses non probability sampling and the data used are primary data in the form of questionnaires. Data analysis method used is multiple linear regression analysis using intervening variables, namely customer satisfaction. The other variables are brand equity, smartphone technology innovation, and repurchase decisions. The results of this study indicate that the brand equity variable has a significant positive effect on customer satisfaction, the brand equity variable has a significant positive effect on repurchase decisions, the smartphone technology innovation variable has a significant positive effect on consumer satisfaction, smartphone technology innovation variable has not a significant positive effect on repurchase decisions, consumer satisfaction variables on purchasing decisions have a positive effect on repurchase decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Equity, Smartphone Technology Innovation, Consumer Satisfaction, dan Repurchase Decisions
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ARIF FATHONI
Date Deposited:	10 Jul 2020 02:56
Last Modified:	10 Jul 2020 02:56
URI:	http://eprints.ums.ac.id/id/eprint/83279

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